Content Creation and Distribution

Your customers are connected and mobile. They expect you to be there for them at every touchpoint. With the Converge Media Ecosystem, you can rapidly respond to customer needs and know what they think about your experience in real time. UPS Content Creation and Distribution helps you change the way your brand is perceived, by delivering more relevant content across more channels than ever before, from anywhere around the world.

Our content creator and distributor solution helps businesses increase their leads through social media marketing. We partner with you to create engaging videos, GIF files, infographics, and images that will help increase your leads. We all know that social media is one of the best ways to reach potential customers, but only a few companies actually use this tool to their advantage.

What is content distribution?

Content distribution is the process of sharing, publishing, and promoting your content. It’s how you provide your content to your audience members for their consumption through various channels and media formats.

Today, social media plays a huge role in content distribution — let’s take a moment to review what this actually entails.

What is social media content distribution?

Social media content distribution is the process of sharing, publishing, and promoting content on various social media platforms. This content may be created strictly for social, or it might be content that’s re-formatted and used on social.

No matter which type of content distribution you focus on, the process of distribution will happen after you create your content.

However, you should know where and how you’re going to publish and promote your content before you put the proverbial pen to paper. Otherwise, your time and resources could go to waste.

Take a look at these content distribution statistics:

As you can see, in recent years, we’ve seen a rapid influx of content … met with dwindling demand. With almost 4.5 million blog posts published every day, there’s only so much content we can consume. Marketing influencer Mark Schaefer argues that, because of this “content shock”, content marketing may not be a sustainable strategy for every business.

While I won’t agree or disagree with this theory, I will outline everything you need to know to successfully distribute your marketing content.

Before we dive into the various content distribution channels through which you can share your content, let’s cover the different content types you can create for distribution.

Content Types for Distribution

There are many types of content you can create to market your business. But not all types of content are created equal (literally), and each type typically requires its own content distribution plan.

Ebooks

Distribute your ebook content through a gated form on a dedicated landing page. One example of this is HubSpot’s landing pages through which visitors can submit their information to access and read each ebook.

content distribution example ebook hubspot

Podcasts and Interviews

Distribute your podcast or interview content through Apple PodcastsSpotify, or Google Podcasts. One example of this is HubSpot’s Weird Work podcast, available on all three podcast networks as well as SoundCloud.

content distribution example podcast weird work hubspot

Videos

Distribute your video content through YouTube or Video. One example of this is HubSpot’s YouTube channel, which shares brand content, how-to videos, and written content in video form.

content distribution example video youtube hubspot

Infographics

Distribute your infographic content through Pinterest, as well as on your blog. One example of this is HubSpot’s infographic blog posts that are shareable on Pinterest. HubSpot also has its own Pinterest account on which it shares its own infographics in addition to other brand’s.

content distribution example infographic hubspot

Case Studies and Success Stories

Distribute case studies and success stories through a dedicated page on your website. One example of this is HubSpot’s Case Studies page, where visitors can find all kinds of case studies featuring real HubSpot customers.

content distribution example case studies hubspot

Webinars

Distribute your webinar content through a dedicated webinar page on your website, as well as calls-to-action (CTAs) on your blog posts. One example of this is HubSpot’s Webinars webpage, where visitors can browse and access free webinar content.

content distribution example webinar hubspot

Blogs

Distribute your blog content through — you guessed it — your blog. You can also send out a daily or weekly newsletter with a round-up of your best or recently published content. One example of this is the HubSpot Blog which contains various properties (MarketingSalesService, and Website), each of which has a unique homepage and email newsletter.

How To Develop an Effective Content Distribution Strategy

If there’s one thing good content and good distribution have in common, it’s this: Everything starts with your audience.

The best, most relevant content will always answer questions from your audience. And the best distribution strategies will always meet your audience where they are. Therefore, every content distribution strategy will be slightly different (if you’re doing things right). 

That said, here are a few ideas for getting the right content in front of the right audience: 

1. Research Your Target Audience 

We said everything starts with your audience, didn’t we? Create a content marketing persona to enable your content production and distribution.

Use Google Analytics to understand how your audience found you, and what questions they asked. Browse through your various Reddit or Quora threads to understand which questions your audience asks in the comment section. Finally, use social media platform metrics to understand which posts drive the most engagement from your target audience.

2. Transform Every Piece of Content Into Different Types of Content 

Repurposing a longer piece of content into smaller, more easy-to-digest anecdotes forms the core of content distribution.

For example, you could transform your newly-published ebook into a series of infographics that could be pieced together in a webinar or slide deck. Or, you could break apart a single blog post into multiple social posts. Or, you could write an email marketing campaign to drive traffic toward your new whitepaper. 

3. Optimize Each Piece of Content for Google 

Implementing an effective SEO strategy helps you grow your audience.

Here’s why: If you distribute your content through email and social shares, your content is only displayed to existing subscribers or followers. However, by optimizing each post for Google, you get your content in front of people searching the exact questions you just answered. (And if you’re ready to prioritize your SEO strategy, you know who to talk to.) 

4. Refurbish (and Redistribute) Existing Content 

People share content when it comes from a trusted source. To become a trusted resource, it’s not enough to publish new content — you need to dig up what you already wrote.

At Growth Machine, we continuously refurbish existing content for our clients, optimizing it for Google, inserting new backlinks to relevant content, and ensuring it’s still relevant. By publishing and recirculating evergreen pieces, our clients become a trusted resource among their target demographic.

A practical view of content distribution

Three main components in the process enable your brand to build (and grow) communities of loyal, engaged consumers around your content:

  1. Evaluate your distribution options.
  2. Develop and document your channel plan.
  3. Promote your content and amplify its impact.

Evaluate your distribution options

Many brands mistakenly assume they need to post their content anywhere and everywhere to increase their chances of achieving the desired results. But the problem with the spray-and-pray approach to content distribution is that it holds little regard for whether the right people are reached, whether those communities are receptive to the messages, or whether those audience relationships make a meaningful impact on your business.

Explore your media platform options

Content distribution opportunities typically fall into one of three platform categories:

  • Owned media: Your brand owns and controls these content and distribution channels, such as your websites, email, newsletters, and (to a degree) social media accounts. However, it can be challenging to condition audiences to visit these outposts regularly.
  • Shared media: Social media has opened a host of opportunities for marketers to post original content – both on a schedule or in response to relevant consumer conversations happening in the community. However, your activities on these platforms are ultimately controlled by the business decisions of a third party, which can change its policies and procedures – or cease operations altogether – at a moment’s notice.
  • Paid media: I dig into this category more when I discuss promotion (in Part 3 below), but from a general standpoint, these opportunities enable your business to share any messages it wants and control the environment in which they appear at a cost. 

Develop and document your distribution plan

Determining your most valuable venues is a core step in the content distribution process. Equally (if not more) important is to document your channel plan (or use case) so everybody on your team knows what is expected and can move in the same direction.

Plan for purposeful channel usage 

Once you’ve generated a short list of the most viable channel options, building an actionable distribution plan is straightforward. Kick things off by looking at how each channel matches with the audience, goals, and priorities outlined in your content marketing strategy, and the team resources and content types established under your editorial plan. If a channel doesn’t line up for any reason, consider keeping it off your plan (you can always go back and add it later).

Don’t have a documented content marketing strategy or editorial plan? Use this list of considerations to build a quick framework for distribution:

  • Audience: What persona(s) is most active/engaged on this channel?
  • Goals/benefits: What will this channel help you accomplish? Do unique opportunities exist that you can’t achieve elsewhere?
  • Featured topics: Specify subject areas/conversations likely to resonate with this community.
  • Velocity: How often and what time of day should you post on this channel? How much should be spent listening vs. contributing to relevant conversations?
  • Formats: What content types will you use here? What formats could give you a competitive advantage in this space?
  • Tone and rules of engagement: What conversation style and voice work best? What are special criteria or considerations to follow?
  • Team resources: Who is the team member in charge of communication on this channel? Will other personnel be authorized to post on the company’s behalf? Who will be notified if questions arise or issues escalate?
  • Calls to action: What owned media/conversion points should traffic be driven to?
  • Key performance indicators (KPIs): What metrics will gauge content performance against your goals?

 Promote your content and amplify its impact

Simply publishing your content and waiting for your ideal audience to magically discover it doesn’t cut it. You need to do a little marketing legwork for your efforts to get found and consumed by the right audiences (at the right times and places), deliver on their expectations, and enable them to spread your brand influence further – no matter where you decide to publish.

Target the real decision makers

Under the standard content marketing funnel (top-down) model, it can be tough to know if you are reaching and engaging the right audience, let alone delivering the right content at the right time to influence their purchase decisions. Using an account-based marketing (ABM) approach – where sales identifies their most valuable prospects and prequalifies the leads they want content marketing to target – can bring much-needed focus to the process and make it easier to distribute content designed to perform against your business’s top goals.

Personalize your messages to deepen the relationship

Content designed to speak to an individual or group based on their known characteristics – like their name, geographic area, or expressed behaviors and interests – can make your content more relatable, resonant, and engaging.

Considering that studies like Evergage’s 2019 Trends in Personalization Survey Report find that personalized content can advance customer relationships and drive measurable lifts in business, it’s a technique that’s worth exploring to increase your open rates, engagement rates, and conversions.

Optimize your content for organic search

How you position your assets largely determines whether they make it into your target audience’s hands. For content discovery, it’s vital your content be optimized for search engines to easily discover, categorize, and feature it when your target audience runs queries relevant to your business.

Consider these factors when setting up your content for greater search success – and stronger performance overall:

  • Metadata: The broad category covers a range of ways you can ascribe meaning and context to your content assets – including categories, tags, page titles, and URLs – so search engines can effectively rank and display your content.
  • Keywords/key phrases: Another type of metadata tags, keywords tell search engines what your content is about so they can let your audience know when you have the information the searchers want. Make sure to choose descriptive and clear keywords that hit the sweet spot between search volume and level of competition.
  • Link-building: Earning referral traffic via backlinks to your content from authoritative, well-respected publications, relevant social media influencers, prominent industry thought leaders, and other high-profile communities is the currency that SEO successes trade on.
  • Calls to actionThese “little statements that could” both signal to users that you want them to do something after engaging with your content and put them on your designated path toward that conversion.

Conclusion

You will be able to develop and publish content from your desktop without any graphic design or programming experience. You can create your own magazine, catalog, newspaper, book, or any other type of publication. You can also add thousands of existing issues to your database to give you instant up-to-date information, facts and statistics at your fingertips.

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